HTW Chur Tourism Block Days 2014 Monika Knöpfel and Tiziano Pelli 13.10.2014 in Chur Thanks to Switzerland Tourism

2. Switzerland Tourism &
Swiss Tourism.
Introduction for students at HTW Chur – 13 October 2014

3. Programme.
§ 08.45 Intro ST & Swiss Tourism
§ 09.30 Split group / Transfer to A2.02
§ 09.40 Interactive „Speed-Pricing“ Workshop
§ 11.00 Break / Transfer to Aula
§ 11.20 Q&A, Feedback
§ 11.45 End of programme

4. Programme.
§ 13.45 Intro ST & Swiss Tourism
§ 14.30 Split group / Transfer to A2.02
§ 14.40 Interactive „Speed-Pricing“ Workshop
§ 16.00 Break / Transfer to Aula
§ 16.20 Q&A, Feedback
§ 16.45 End of programme

5. Tourism.

6. Tourism – key figures (I).
§ Overnight stays 69.3 million1)
Hotels 35.6 million2)
Supplementary accommodation 33.7 million1)
§ Tourism turnover CHF 28.5 billion3)
of which domestic tourism CHF 16.0 billion3)
1) ST estimate (based on accommodation statistics (FSO) 2013 and supplementary accommodation
statistics 2003 (FSO))
2) Accommodation statistics (FSO) 2013
3) ST estimate (based on Tourism Satellite Account (FSO) and annual indicators for the Tourism Satellite
Account)

7. Tourism – key figures (II).
§ GDP 4%1) ≙ CHF 22 billion
§ Export share of tourism 4.8%2) ≙ CHF 15 billion
§ Tourism as top exporting industry Rank 42, 3)
§ Employed in tourism 175’0004)
1) ≙ Direct and indirect value added of tourism. ST estimate (direct value added: TSA (FSO); indirect
value added: ST estimate)
2) National Accounts (FSO) 2012
3) Rank 1: Chemical industry: CHF 80.9 billion; Rank 2: Metal and machine industry: CHF 60.0 billion;
Rank 3: Watchmaking industry: CHF 21.8 billion; Rank 4: Tourism: CHF 15.6 billion) 2013
4) ST estimate (based on annual TSA indicators for the Tourism Satellite Account (FSO) and
Employment Statistics (BESTA) (FSO))

8. Tourism means emotions.
§ Tourism is not a transaction.
§ Trigger, foster and create emotions.
§ Tourism as a dream factory.

9. Switzerland Tourism.

10. Task.
§ Mission of Swiss government: „Develop Switzerland as a
holiday-, travel- & congress destination“.
§ Worldwide marketing for the destination Switzerland.
§ Financed by the Swiss government, tourism- & corporate
partners.

11. Impact measurement 2013.
§ 33.6 million distributed brochures
§ 71’780 MySwitzerland visitors/day
§ 2045 Participants at media trips
§ 141 TV-crews
§ 1.9 million App downloads
§ 16.7% influenced overnight stays by ST*
*impact measurement 2010

12. Visitor source markets 2013
in hotels.
Germany
13%
UK
4%
USA/Canada
5%
France
4%
Italy
3% The Netherlands
2%
Belgium
2%
China
Russia 3%
2%
Gulf states
Japan 2%
1%
Switzerland
44%
Rest
15%
Source: Accommodation statistics (FSO).

13. Switzerland needs Switzerland.
§ Home market bonus is passé.
§ ST needs to play a central role in accessing the home
market in the long-term.
§ In 2013, 44.3% or CHF 16 billion of a total income of
CHF 36.1 billion were generated by domestic tourism.

14. Strategy.
Product Interest Desire Offer Close Loyalty
Product
development
Enjoy
Switzerland
Q
Theme-setting
Hotel groups
Ratings
Market
research
Service provider
Sales partner
Promotion.
TV spots/
Trade shows
advertisements/
flyer/
print supplements/
events
Key media management.
Media work/
media events
eMarketing.
Banners/
campaigns
Media conferences
MySwitzerland/eBrochures/
tablets/apps/social media/
search engine optimisation
Key account management.
Brochures/
Contact
centre
Offer flyer/
Contact
centre
Reader trips
eOffers/
eNewsletters
Tour
operators
Sales
intermediaries
Meeting
planners
Attention

15. Markets.

16. International ST network 2013.

17. Priority markets 2013.
§ Germany, France, Italy, Netherlands, Switzerland,
UK/Ireland, USA
§ Share of total overnights 75.2%
§ Share of total budget 61.1%
§ 1 mio+ overnights/year in hotels

18. Active markets 2013.
§ Australia, Belgium/Luxemburg, Japan, Canada, Korea,
Nordic countries, Austria/Hungary, Czech Republic,
Spain, Southeast Asia
§ Share of total overnights 11.0%
§ Share of total budget 15.6%

19. Strategic growth markets 2013.
§ Brasil, China, Gulf States, India, Poland, Russia
§ Share of total overnights 8.5%
§ Share of total budget 22.1%
§ Potential: 500’000 overnights

20. Development markets 2013.
§ Israel
§ Share of total overnights 0.5%
§ Share of total budget 0.5%

21. Marketing.

22. Product portfolio.
Summer Winter Cities Meetings Theme products
Interest groups
Quality commitment
(Q, hotel rating, classification)
Sustainable travel across the country (public transport)
Wellness
Hotels
Kids-
Hotels
Swiss
Historic
Hotels
Design &
Lifestyle
Hotels
Typically
Swiss
Hotels
Swiss
Deluxe
Hotels
Non-hotel
accommo-dation
Inspiring
Meeting
Hotels

23. Marketing model.
Tour
operators
KAM KMM
Theme products
Display
advertising
Email and social
media marketing
Content
distribution
Search engine
marketing
Search engine
optimisation
Print
TV
Radio
Internet
Key Account
Management
Key Media
Management
Travel
agency
Clubs/
associations
Companies
eMarketing
Visitor
Promotion mix
Events – Advertising – Brochures – Internet – Promotion – Direct marketing – Call Centres
Cities Meetings
Summer Winter
Hotel products and non-hotel sector
Meeting
planners

24. Cooperation.
2012
§ Members 696*
§ Participating partners 908**
§ Web-cooperations 68
2013
695*
993**
68
§ Marketing revenue partners CHF 24.79 million
§ Income strategic partners 9.6 million
27.22 million
9.0 million
* An updated list of all members is available on www.stnet.ch/members
** incl. hotel cooperation and STM

25. Marketing results – KPIs.
(measurement four-wheel drive)
2012
eMarketing
§ Web visitors/year* 26.39 million**
Promotion
§ Advertising and marketing contacts
4.93 billion
§ Distributed brochures
34.53 million
§ Customer responses
2.43 million
2013
26.23 million**
5.90 billion
34.13 million
3.37 million
* certified WEMF
** incl. impuls programme (until April 2013)

26. Marketing results – KPIs.
(measurement four-wheel drive)
2012
Tour operators (KAM)
§ Influenced overnights stays with KAM
Tourism turnover in CHF*
4.27 million
1.08 billion
Key Media Management (KMM)
§ Media contacts
§ Media articles influenced
§ Participants on media trips
§ TV-crews
§ Media conferences
10.53 billion
12’776
1988
120
87
2013
4.61 million
1.20 billion
10.28 billion
13’790
2045
141
93
* Influenced overnight stays with KAM, multiplied by the daily expenses per country

27. Winter.

28. Winter 2013/2014.
§ Budget CHF 18.4 million
§ Markets worldwide
§ Participants ST media trips 640
§ Media contacts 3.3 billion
§ Distributed brochures 19.0 million
§ Web visitors* 13.2 million
§ Influenced overnight stays with KAM 1.3 million
* incl. content city campaign

29. Summer.

30. Summer 2013.
§ Budget CHF 36.8 million
§ Markets worldwide
§ Participants ST media trips 896
§ Media contacts 3.9 billion
§ Distributed brochures 23 million
§ Web visitors* 13.0 million
§ Influenced overnights with KAM 2.9 million
* incl. content city campaign

31. Swiss Cities.

32. Swiss Cities 2013.
§ Budget CHF 8.5 million
§ Markets BE, CH, DE,
ES, FR, IT, RU,
UK, US (incl. CA)
§ Participants ST media trips 332
§ Media conferences 26
§ Media contacts 2.13 billion
§ Distributed brochures 5.9 million

33. Meetings.

34. Meetings 2013.
§ Budget CHF 6.5 million
§ Number of quotation requests 1388
§ Meetings, events & conferences 714
§ Influenced overnight stays 167’830
§ Tourism turnover CHF 56 million

35. Hotel products.

36. Brand Positioning.

37. Swiss hotel sector
Israel
get natural.
Positioning of the holiday destination Switzerland.
Nature Authenticity
The Swiss experience 3 slogan: “get natural.”
ST holds two trump cards.
In addition to a variety of sublime natural landscapes – the main draw for most of our visitors – Switzerland
offers an exceptional first-hand experience of authentic, living tradition. This combination is highlighted by
ST’s slogan “get natural.” – a promise, as well as an invitation. In this way Switzerland sets itself apart from
the competition, emphasising above all the experience it offers.

38. eMarketing.

39. MySwitzerland.com facts 2013.
1. Visitors 26.23 million
2. Ø visitors/day 71’900
3. Top 3 search items Zermatt, Interlaken, Zurich
4. Top 3 markets Switzerland, Germany, Italy
5. N ewsletter subscriber 685’000
6. Downloads mobile Apps 1.91 million
7. Languages 15
8. Partner websites 68
9. eCRM partners 27

40. Our 5 eMarketing tools.
Marketing
10%
3.4 PI/visit
5:22 min.
Display
Advertising
3%
1.7 PI/visit
2:10 min.
MySwitzerland.com
Search Engine
Optimisation 49%
3.0 PI/visit
4:44 min.
Search Engine
eMail & Social
Media Marketing
3%
3.2 PI/visit
5:00 min.
Content
26.2 mio. visits, 80.3 mio. page impressions (PI), 4:53 min/visit, 3.1 PI/visit
Distribution
16%
2.9 PI/visit
04:35 min.
Source: Netmetrix / WEMF / Google Analytics, Difference: direct entry MySwitzerland.com

41. 30,000,000!
25,000,000!
20,000,000!
15,000,000!
10,000,000!
5,000,000!
0!
2002!
2003!
2004!
2005!
2006!
2007!
2008!
2009!
2010!
2012!
2013!
2011!
Visitors’ development
MySwitzerland.com.

42. Quality.

43. Enjoy Switzerland.
Product Development in Swiss Tourism

44. A good product is the
best marketing.

45. What does Enjoy Switzerland
offer?
§ Centre of competence for innovative product design in
Swiss Tourism
§ International experience of markets and marketing
§ Versatile "backpack" of methods
§ Knowledge exchange and networking

46. Partners.
Who can take part in the Enjoy programme?
a. Destinations
b. Interest groupings/alliances (combining several
providers of tourism services)
c. Organisations related to tourism (e.g. UNESCO sites,
nature parks, etc.)

47. Project.
"It's not the customers' job to know which product
they want."
Steve Jobs, 1955-2011.
§ Enjoy Switzerland coaches destinations that already
have specific ideas about a project related to
product development.

48. Testimonials.
"It was through Enjoy Switzerland
that our 'AlpKultur' brand and
positioning were developed. Lenk-
Simmental Tourism attained the
milestone for this in 2011."
Albert Krucker, Director of
Lenk-Simmental Tourism

49. Sustainability.

50. Green is chic.
§ Sustainability is turning into lifestyle
§ Experiencing nature without sacrifice is in demand
§ LOHAS: Lifestyle of Health and Sustainability
§ LOVOS: Lifestyle of Voluntary Simplicity
§ The new yearning for nature (Neo-Nature*)
§ Neo-Nature is a lifestyle, not a consumer trend.
§ Close to nature in comfort is the new vacation paradigm.
§ Enjoying food without regret (from organic burgers to
regional haute cuisine).
* Study “Neo-Nature, Der grosse Sehnsuchtsmarkt Natur”, Zukunftsinstitut 2008

51. We actively practice “get natural.”
§ Nature travel / Outdoor. Swiss made.
§ Swiss Parks
§ Typically Swiss Hotels
§ SwitzerlandMobility
§ Agrotourism and Agritourism
§ Enjoy Swiss Mountain Aid

52. Eco-friendly Switzerland.
§ Yale University assesses a list of nations every 2 years
by means of the Environmental Performance Index
(EPI), based on environment, air pollution, water
quality, and climate change. Ranking for Switzerland:
2008: 1 / 2010: 2 / 2012: 1.
§ In the international Mercer quality of living study 2012,
3 Swiss cities rank among the first 10 (Zurich, Geneva,
Berne).
§ In the 2011 & 2013 Global Tourism Competitiveness
Report by the World Economic Forum (WEF),
Switzerland ranks number 1.

53. Swiss Travel System.

54. This is Swiss Travel System (I).
§ Swiss Pass – All in One Ticket: 26,000 kilometers
limitless by rail, bus and ship.
§ Panoramic trains (Glacier Express, Bernina Express,
GoldenPass Line, Wilhelm Tell Express).
§ Free travel on public transport in 75 towns and cities as
well as free admission to more than 470 museums.
§ 50% discount off most mountain railways.

55. This is Swiss Travel System (II).
§ Many other bonus benefits (discount off tours and
excursions, hotels etc.).
§ Children under age 16 travel free of charge when
accompanied by at least one parent holding a
Swiss Family Card.
§ Travel carefree thanks to luggage transport.

56. Strategic Premium Partners.

57. Switzerland. Powered by regions.
MySwitzerland.com

58. Thank you.